Re: Using keyword match type - The right way?

I really don't think you should use separate ad groups for different match types. You should use ad groups to structure your account for useful categories rather than for match types.

I personally use multiple match types in same campaign and adgroup but it depend on what you expecting. If you need to test how different match types will work and want to compare their results against each other I think its a good idea to run a Experiment campaign and see. For general practice I think using adgroup for more meaningful categorization will give you better results

Using BMM, exact and phrase match in on ad group is very common(Not broad match though). And then scale max. CPC according to their match type - broad lowest, exact highest bid.

Another very recommended account structure, but also very labourious is dividing each match type to separate ad group - With this structure you will have easier control about bids and match types than in previous account structure.

Re: Using keyword match type - The right way?

There is no definite strategy as if what to be followed. All it depends upon is how well you are able to get hold of your account structure and able to match the search terms to the required keyword inside your account to the maximum level.

Whether you add different match types in single ad group OR you create different ad groups for different match type keywords, the point is you should be aware of what exactly are you doing and based on the search queries being triggered, you are able to take the wise decision on what sort of account level tweak is required. Where you need to add the negative keyword, whether there is a need to add embedded negative keyword match type or not, increase/decrease of bid etc....